The Role of Social and Digital Marketing in Heineken's Worlds Apart Campaign

Abstract

Heineken is a Dutch beer brand founded in 1863 by Gerald Adriaan Heineken. The company pointed a problem in society, specifically, people with different points of view couldn’t enjoy a moment where they can share their different opinions that for them was a taboo theme. So, Heineken has promoted a campaign

– “Worlds Apart”, that consisted in inviting people with opposite points of view to try to find something in common before revealing what their divergent opinions were, where the promotion of their well-being was associated to enjoying the quality and freshness of Heineken beer. This assignment explains this marketing actions, which we conclude that the relevant role of social marketing about social changes and digital marketing, in the wider spread of ideas and reaching a higher number of people.